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The mediating role of place attachment in experience and word of mouth: The case of music and film festivals
Abstract
This study examines the mediating role of place attachment on experience and word of mouth in the case of music and film festivals. A total of 284 Quebec adults responded to a self-administered Web-based questionnaire. The findings reveal a positive impact of experience (affective and cognitive) on place attachment (dependence and identity), while demonstrating a positive link between affective experience and word of mouth. Place identity is found to play a full mediating role with respect to cognitive experience and word of mouth. The model explains 72.3% of variance in word of mouth. © 2019, Ecole des Hautes Etudes Commerciales. All Rights Reserved.
... Positive experiences influence visitors' behavioural intentions (Jin et al. 2015;Wu et al. 2017). Delivering perfect customer experiences can be an opportunity to promote customer advocacy and loyalty (Frow and Payne 2007;Naylor et al. 2008;Rajaobelina et al. 2019). Positive experiences through festival participation could drive visitors to revisit the host place (Filo et al. 2010), while festival experience is reported to have a direct influence on visitors' revisit intentions (Papadimitriou 2013). ...
... Zhang et al. (2019) found that satisfaction with the co-creation experience at a cultural festival produced a positive effect on both dimensions of place attachment. Further evidence on this link is shown by Rajaobelina et al. (2019). Accordingly, we posit: Hypothesis 4: QFE impacts directly and positively on place attachment. ...
... QFE was measured adapting the multidimensional measure initially proposed by Otto and Ritchie (1996), following the procedures recommended by Churchill (1979) and Walsh and Beatty (2007). Satisfaction and behavioural intentions towards the festival were measured using scales adapted from Kao et al. (2008), while place attachment was measured as a multidimensional construct with two dimensions: place identity and place dependence, as in Rajaobelina et al. (2019) and Williams and Vaske (2003). In this study, behavioural intentions towards the festival covered both attitudinal and relational loyalty dimensions, as in Chaney and Martin (2017). ...
This study empirically examines attendees' embedded experience of attending a music festival through assessment of their perceived Quality of Festival Experience (QFE). Additionally, the relationships between QFE, satisfaction, place attachment and behavioural intentions are examined. The Rototom Sunsplash European Reggae Festival takes place at a small Mediterranean destination: Benicássim, Spain. The results of this case study show that the influence of QFE on festival behavioural intentions is both direct and indirect, through attendees' satisfaction. The results do not offer evidence of the impact of QFE on place attachment, which in turn did not impact behavioural intentions towards the festival. In other words, despite giving a positive assessment of the festival experience, attendees did not develop an emotional link with the host location. Several reasons for this result are offered, along with managerial …
... He focused on music festivals analyzing the economics and main characteristics of the Salzburg Festival. Also, several studies of cultural practices highlight a revival of amateur participation, a vibrant but often ignored aspect (Rajaobelina et al., 2019). ...
... Smaller festivals seem not to have been affected by digital innovations due, perhaps, to the local links and the unique experiences they promise which are not easily substituted by digital experiences. These festivals achieve customer loyalty and increased attendance via word-of-mouth (Rajaobelina et al., 2019). However, digital strategies have a place: they support various services for festivals which are often under-staffed and depend on large numbers of volunteers, and increase visibility, and thus festival success through use of social networks such as Facebook and Twitter. ...
... We would like to highlight the following dimensions. The analysis shows first that the business models of these events (Rajaobelina et al., 2019) are supported by the experience economy (Pine, Gilmore, 1998). In the case of the Angers festival personal dedications from comics' authors ensure a memorable experience. ...
Festivals are one of the most diffused examples of living production in cultural and creative industries. In recent years, festivals have attracted increased attention and have increased in number. While several studies focus on music and film festivals, which are the most traditional festivals, few examine festivals related to other sectors, including publishing. The aim of this chapter is to investigate these smaller less known events through a comparison of comics’ festivals in different countries. Comics constitute a specific publishing industry domain. We consider the location structural organization and impact of selected festivals organized in small cities in France and in Spain. We provide a detailed analysis of their characteristics along their various editions in order to substantiate in which extent they clear up the structuration of a multi-faced economic model, specifically linked to the characteristics of the sectors and the Festivals promoting them.
... Several studies have investigated various aspects related to the organization, management and success of festivals (cf. Baez-Montenegro and Devesa-Fernandez 2017; Rajaobelina et al. 2019;Snowball 2013;Vestrum 2014;Wong et al. 2015). ...
... The renewed attention to festivals could also be related to their experiential character, which distinguishes them from the increasing digital diffusion of culture. Also, research on cultural practices indicates a revival in amateur participation, a vital but often ignored factor (Rajaobelina et al. 2019). ...
... The centrality of emotion may also be related to the concept of 'peak experiences' (which can be positive or negative emotional responses), which also tend to be sharply delineated from everyday experience (Quan & Wang, 2004). This delineation, which Getz and Page (2016) see as central to the nature of special event experiences, also increases experience evaluation and memorability (Bastiaansen et al., 2019), destination loyalty (Kim, 2018), place attachment (Rajaobelina, Dusseault, & Ricard, 2019) and distinctiveness (Truong et al., 2018). ...
... The cognitive dimension of experience includes thinking (Addis & Holbrook, 2001), reflectivity (Ballantyne, Packer, & Falk, 2011), understanding, or sense-making (Mannell & Kleiber, 1997) knowledge acquisition (Gupta & Vajic, 1999), and learning (Volo, 2010). In the context of cultural experiences, where learning is a main tourist motivation (Stylianou-Lambert, 2011), common to different types of cultural visitors (Rajaobelina et al., 2019), the cognitive dimension of experience should be particularly important. In a study of visitor satisfaction in heritage and cultural expositions, de Rojas and Camarero (2008) found the cognitive dimension of perceived quality to be an important determinant of satisfaction. ...
This paper develops a measurement scale for cultural experiences across different contexts, including attractions, events and tours, in Hong Kong. Four dimensions of experience (cognitive, conative, affective and novelty) are identified through structural equation modelling. The scale is applied to compare visitor- and context-related influences on the experience and on subsequent behavioural intentions. We find that the conative dimension of experience elicits the highest experience scores from visitors, but affective experiences are more significant in distinguishing between different experience contexts and visitor groups. The strongest experiences were attributed to event contexts, followed by tours, and finally permanent attractions. The experience is also enhanced when various sites are combined by visitors to provide a ‘destination journey’.
... Their findings indicate that film festivals have a positive impact on visitor SAT and in experiencing escape from a daily routine. In another study, Rajaobelina et al. (2019) examined the mediating role of place attachment between affective and cognitive experience and word-of-mouth in Canadian music and film festivals. Their findings revealed a positive impact of attendees' affective and cognitive experience on place attachment, and the positive link between affective experience and word-of-mouth. ...
Within festivals and events, film festivals are among the fastest growing cultural events in the world and are recognised as bringing environmental, sociocultural and economic benefits to host tourism destinations including enhanced well-being. These festivals are an important marketing strategy for developing destination image and attracting interest towards a destination. However, there are limited studies on the film festival experience exploring the antecedents of participants' satisfaction. This study examines the relationship between eudaimonic feelings, novelty, local culture, nostalgia, perceived quality, satisfaction, and behavioural intentions. Data were gathered during the last 3 days of the Penedo Film in the City of Penedo, Northeast Brazil using a questionnaire. A total of 97 valid questionnaires were collected from the festival attendees. Findings show that only eudaimonic feelings and perceived quality are predictors of satisfaction. To the best of authors knowledge, this study is the first to examine the perceived experience of participants in a film festival context from a positive psychology perspective and providing further empirical support for construct validity of eudaimonic feelings. The findings contribute to the existing tourism literature on film festivals by identifying key antecedents (eudaimonic feelings and perceived quality) and outcomes (behavioural intentions) of satisfaction with film festival. One of the main managerial implications includes engaging film festival participants in co-creation processes and in promoting group discussions about a specific movie with an appealing and social relevant theme.
... Their findings indicate that film festivals have a positive impact on visitor SAT and in experiencing escape from a daily routine. In another study, Rajaobelina et al. (2019) examined the mediating role of place attachment between affective and cognitive experience and word-of-mouth in Canadian music and film festivals. Their findings revealed a positive impact of attendees' affective and cognitive experience on place attachment, and the positive link between affective experience and word-of-mouth. ...
Within festivals and events, film festivals are among the fastest growing cultural events in the world and are recognised as bringing environmental, sociocultural and economic benefits to host tourism destinations including enhanced well-being. These festivals are an important marketing strategy for developing destination image and attracting interest towards a destination. However, there are limited studies on the film festival experience exploring the antecedents of participants’ satisfaction. This study examines the relationship between eudaimonic feelings, novelty, local culture, nostalgia, perceived quality, satisfaction, and behavioural intentions. Data were gathered during the last 3 days of the Penedo Film in the City of Penedo, Northeast Brazil using a questionnaire. A total of 97 valid questionnaires were collected from the festival attendees. Findings show that only eudaimonic feelings and perceived quality are predictors of satisfaction. To the best of authors knowledge, this study is the first to examine the perceived experience of participants in a film festival context from a positive psychology perspective and providing further empirical support for construct validity of eudaimonic feelings. The findings contribute to the existing tourism literature on film festivals by identifying key antecedents (eudaimonic feelings and perceived quality) and outcomes (behavioural intentions) of satisfaction with film festival. One of the main managerial implications includes engaging film festival participants in co-creation processes and in promoting group discussions about a specific movie with an appealing and social relevant theme.
... In recent research, it has been confirmed that cognitive and emotional experiences have a positive impact on place attachment, and place identity among place attachment factors fully mediates the relationship between cognitive experience and word-of-mouth [75]. Additionally, it has been confirmed that among the brand experiences of a destination, emotional, behavioral, and intellectual experiences, excluding sensory experiences, influence place dependence. ...
... Regarding the "situation," research has stressed the importance of the spatio-temporal framework of a festival inasmuch as it places the participants outside the context of normal or everyday life (Morgan 2008;Walls et al. 2011) and in a contracted period of time (Volo 2010). While some research has examined the role of place in the participant's experience (Davis 2016;Rajaobelina et al. 2019;Skandalis et al. 2019), very little research has taken an interest in the different strategic orientations of organizers concerning it. ...
In a rapidly changing music industry, festivals occupy a strategic place today to secure a significant part of its revenues. While the number of events has not stopped growing, competitive pressure has also intensified in the face of a demanding and informed public, in search of unusual and original moments. In order to meet this demand and to develop their pulling power, festivals are increasingly resorting to strategies of over-experientialization of their offer. The analysis of the programmes of 39 festivals (located around the world, of varied scope and musical aesthetics) will highlight the main levers of “experiential reinforcing” that they mobilize to stand out from the crowd: the definition of their spatio-temporal framework, of their central and peripheral offers, of their mechanisms for developing their community dimension and making festival-goers more active and participative. The limits of this experiential escalation will be mentioned notably through the risks of trivialization and loss of meaning which can result from it for the festivals.
... The renewed attention to festivals could also be related to their experiential character, which distinguishes them from the increasing digital diffusion of culture. Also, research on cultural practices indicates a revival in amateur participation, a vital but often ignored factor (Rajaobelina et al. 2019). ...
... "Literacy" was an internal and complicated concept, and the formation of each type of literacy would go through the integration process of thinking, discussion, interaction, and value judgment. Rajaobelina et al. (2019) pointed out environmental literacy as the knowledge of natural systems and ecological ideas, the understanding of environmental issues, and the application of investigation, thinking, and communication to solve environmental issues. Samuelsson et al. (2019) mentioned that tourism environmental facilities played an important role in the cultivation of visitors' environmental literacy. ...
... The recent resurgence of Festivals could also be related to the experiential character that these events provide, and which distinguishes them from the increasing digital diffusion of culture. Several researches on cultural practices indicate also a revival of amateur participation, an aspect that is often vibrant but ignored (Rajaobelina et al., 2019). ...
The present Special Issue originates from the two-day international workshop about cultural festivals held on November 26th-27th, 2019 at the University of Valencia, Spain. For more information on the workshop, please visit https://cfest.webs.upv.es/. All researchers working on this topic, besides the authors of the articles presented during the workshop, are invited to send their original manuscript for possible publication in this Special Issue.
For more info, please visit the official website of the Workshop: https://cfest.webs.upv.es/
Articles should be submitted to ijam@hec.ca
We evaluate the intention to revisit a music festival, taking into account the Push factors (motivational factors), the Pull factors (the attributes of the destination) and the satisfaction level. We used a sample of 1179 answers. Our results show that the intention to return to this the event is influenced by the sociodemographic characteristics of the visitor, by the Push factors (the past experience with the festival), the Pull factors (visit to the city’s heritage and the festival’s attributes) and also the high levels of satisfaction. These results will be very useful to the organizers and local entities in order to define communication and marketing strategies. It will also attract a recurring audience that, in addition to the participation in the event, will also become involved with the city. In the context of the competition between tourism destinations, this information can be used by the different stakeholders to improve the success and impact of the event.
Over the past decade, the world has witnessed the rise of the short-term accommodation rental (SAR) industry. However, customers’ attachment and loyalty to SARs in which they have stayed have received little attention. this study empirically proposes an eight-factor servicescape framework and examines its impact on customers’ intentions to recommend SARs via place attachment from a non-Western perspective. Findings reveal that interior décor, kitchen amenities, room view, residential density, perceived similarity, and suitable behavior of hosts exert significant impacts on place attachment dimensions. Findings provide significant insight that could help hosts retain customers by increasing their attachment to SARs.
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